Let’s face it: how we experience the world today has changed since, say, 2007 (when the iPhone was first introduced). And it’s all thanks to a little something called a smartphone – a device that has developed into something we strangely don’t use primarily for phone calls or text messages, but for searching, shopping and social media. We turn to our phones to solve problems, search for products, find nearby stores or restaurants… No question is off-limits.

This is why it’s important for brands to jump on board. By targeting these moments, brands have the power to significantly influence purchase decisions in real-time, as consumers search for answers.

Identify key moments for your brand

Modern consumers demand immediate action. This is why you should be ready when they want to learn about – and potentially buy – your product. Think about the phases your consumer goes through when they want to get involved with your brand. Are they seeking inspiration, or looking to buy something? Map out each moment so you can target the right people. Talk to your customers – in surveys, focus groups and in-store – to help determine when and how they’re researching what makes them decide to purchase.

Understand customer needs

Step into the mind of your customer. Think about the steps that would make it easier or faster to interact with your brand. The development of smartphones has ensured consumers take immediate action when they get the urge to buy, find, learn or do something. If they can’t get to your products quick enough you run the risk of them turning to your competitor. Try to reduce the amount of steps they would have to take in order to find what they need to know.

Use context

Tailor the customer experience by leveraging context. Customising experiences depending on the time of day and location of searches is important – especially if you want to deliver experiences that don’t feel so one-size-fits-all. Create ads and website content that provides useful answers to what people are searching for to help qualify your leads and position your brand or business as an expert.

Optimise, optimise, optimise

It’s easy for consumers to move between different types of screens and channels – is it also easy for them to access your brand? Armed with smartphones and a short attention span, customers demand quality, relevance and usefulness from their online experiences. Make sure every aspect of the consumer journey is optimised to maximise your selling potential.

Measure every moment

Brands most loyal to addressing the needs of the customer will win the consumer preference hands-down. If you aren’t yet their preference, it’s helpful to measure your mistakes and online conversions to see what works and what needs improvement. With such a fragmented path to purchase, brands need to measure results across devices, apps, online and in-store.

Not sure how to leverage the mobile purchase path? Get in touch.